How to Transform From an Opportunity-misser to a Business-builder

A cautionary tale about the wrong way to conduct email marketing…

Last July, I met an executive coach and author who impressed me. So I bought his book and joined his email list. 

That month, he emailed me a pitch to join his mastermind program.

A month later, he sent another mastermind pitch. 

Then silence for another four months…

…until he sent in late December a pitch for his book…

…the one I already owned. 

Last week, three months after his December pitch, the coach sent me his latest email…

…a request to review the book. 

In honor of Passover, I’ll respond to all of the above in Yiddish: 

Oy vey!

I like this guy, and I like his book so I replied to his email. 

Me: 
Hi. Glad to hear from you. I checked my inbox and spam folder. This is the first email I received from you since December? Have I missed some (are you sending more emails)? Or is this really the first one you’ve sent to your list since December? 

Coach:
I have not sent a lot of emails over the past 3ish months. So, you have not really missed anything from me. I have been working on LI and blog posts mainly. 

Oyyyyyyyyyyyyyyyyyyy VEY!

Let’s break this down. 

This coach has an opt-in email list — that includes BUYERS of his book. 

He sends 3 emails in 8 months — including a pitch for the book people already bought. 

He creates plenty of content — which he publishes on LinkedIn and his blog. But he doesn’t send any of that content to his email list.

Holy Moses, Batman!
Talk about a missed opportunity. 

I offered the coach some advice:

“If you’re already committed to produce content (LI and blogs), you’re missing opportunities if you don’t build an email list and reach out regularly. 

“In my experience, social and blogs are good to get prospects attention (lead gen). And one-on-one LI outreach can generate business, but it’s very hard to scale. 

“LI and blogs are not as effective at keeping and building a relationship with followers. I’m connected with you on LI, but I don’t recall the last time I saw one of your posts (you’re at the mercy of the LI algorithm).

“Email is the best way to stay in touch with followers and — over time — convert them to clients.”

I’ll repeat that last bit because it’s important if you want be a business-builder, not an opportunity-misser: 

Email is
the best way
to stay in touch
with followers and
— over time —
convert them to clients.

That’s why I’m working overtime to create my new program Email Marketing Power…

…so you can become an email marketing master and seize opportunities to build your business. 

Email Marketing Power is NOT for toe-in-the-water marketers who just want to dabble (i.e. send three emails in eight months).

It’s for those who want to dive in, discover how to do this the right way, and stand out with irresistible, client-attracting emails. 

Email Marketing Power won’t come cheap. But early-birds will get more for less.

If you want to be on the early-bird list…

…reply to this email and write “CARPE DIEM”